Forget B2B and B2C: It's a B2P World Now

The COVID-19 pandemic has forced businesses to move away from traditional B2B, B2C, and B2B2C categories and embrace the new B2P - Business-to-People - approach. People are no longer separate entities at work and at home, and businesses have to acknowledge them as individuals with unique wants and expectations.

Businesses should focus on their customers' real-world needs in order to craft new strategies that address the challenges they are facing. This means engaging in conversations with customers, skipping platitudes and focusing on creating value, while also making sure to keep communications sincere and strategic.

The pandemic has also shifted the way people communicate with each other - instead of thought leadership, helpfulness, utility, connecting with people and offering them something of value has become more important. This is an opportunity for businesses to focus on real people and help them in these difficult times.